Korean cosmetics are sweeping the U.S. market. After exports hit a record high in the first half of the year, American consumers are now lining up outside stores to buy them.
Cosmetics exports rose 27.3% from a year earlier to a preliminary $7 billion (10.882 trillion won) in the first half, the Ministry of Food and Drug Safety said on the 5th. That is the highest first-half figure on record. Second-quarter exports alone reached $3.9 billion, up 25.8% from $3.1 billion in the first quarter.
Annual exports hit an all-time high of $11.4 billion last year, and another record looks likely this year. Exports stood at $1.07 billion in 2012, meaning they topped $7 billion within 14 years.
The export map has shifted. The U.S. remained the largest market at $1.45 billion, or 20.7% of the total, surging 41.5% from a year earlier. China, once the top destination, fell 6.6% to $1.01 billion, or 14.4%, dropping to second place. Japan ranked third at $580 million.
By product category, skin care accounted for $5.48 billion, or 78% of total exports. The gain reflects a perception among American consumers that Korean products are gentle yet effective.
Korean Sunscreen and Skin Care Fly Off U.S. Shelves
The enthusiasm on the ground in the U.S. goes beyond the numbers. When Olive Young opened stores in Pasadena and Century City, California, recently, lines stretched for hundreds of meters. Sephora signed a formal partnership with Olive Young in August and opened K-beauty sections in more than 500 stores, handing Olive Young authority over curation as well.
Ulta Beauty has also placed Medicube, Anua and Peach & Lily at the center of its premium category. On Amazon, Medicube leads beauty sales with a 14.1% share as of the first quarter, and Beauty of Joseon sunscreen has become a steady seller. With BTS member Jungkook serving as a Chanel Beauty ambassador and IVE's Jang Won-young as a Miu Miu Beauty ambassador, K-pop fandom is clearly feeding into K-beauty consumption.
Growth has not slowed despite tariffs. Analysts say consumers stocked up ahead of expected price increases even after the U.S. imposed a 15% reciprocal tariff on Korean cosmetics.
"As exports diversify around indie brands, dependence on any single country or large company has declined," the ministry said. "The global standing of Korean cosmetics is rising structurally."
